How Contact Centres are using Voice, Video and Cobrowse to Elevate Online Customer Experience

*Updated 20 March 2025*

The Evolution of Contact Centres 

For decades, contact centres have followed a familiar model: customers have a query, they call a representative, and their problem gets resolved. This process has remained largely unchanged because it works. However, what has transformed dramatically is how customers choose to engage with brands and the number of touchpoints involved in their journey. 

Today's customers expect seamless, omnichannel experiences, where they can interact with businesses via voice, video, chat, and cobrowsing—all without disrupting their online experience. To keep up with these expectations, contact centres are embracing cutting-edge technologies that enhance customer experience (CX), agent efficiency, and business performance. 

 

The Power of Voice - Still a Cornerstone of Customer Support 

Despite the surge in digital communication channels, voice interactions remain the top choice for customers when emotional importance and complexity are involved. Studies show that 95% of C-suite executives, IT managers, and CIOs still consider voice a valuable asset to their organisations. 

The reality is, while automation and AI-driven solutions help streamline processes, the human touch is irreplaceable. Customers crave empathy and expertise, especially when dealing with urgent or intricate issues. Contact centres that integrate voice-first strategies with smart automation will be best positioned to deliver frictionless and satisfying customer experiences. 

 

Why Chat is No Longer a Competitive Advantage—But a Necessity 

Live chat has skyrocketed as one of the fastest-growing customer service channels, with millennials and Gen Z leading the shift towards text-based communication. Customers want immediate assistance, and live chat offers real-time solutions without forcing them to leave a website. 

The benefits of live chat extend beyond convenience: 

• Increased agent productivity – Agents can handle multiple chats simultaneously, reducing wait times and resolution time. 

• Higher customer satisfaction – Faster responses and efficient problem-solving lead to improved CSAT scores. 

• Enhanced sales conversion – Proactive chat support helps guide potential buyers through decision-making, reducing cart abandonment. 

But here’s the key takeaway: chat is no longer a differentiator—it’s an expectation. To truly stand out, contact centres are layering additional technologies like AI chatbots, voice assistants and integrated video solutions to create a more interactive customer journey. 

 

Voice-First Technologies - Removing Barriers to Communication 

Customers now primarily engage with brands via mobile-first interactions. However, many websites still require users to leave their browsing session to make a call, leading to frustration and, often, abandoned queries. 

Web calling is bridging this gap by allowing customers to initiate calls directly from a website at the click of a button. These calls can seamlessly connect to existing telephony infrastructure (PSTN, VoIP, SIP) while maintaining quality and security. As a result, businesses experience: 

• Increased inbound calls from digital platforms. 

• Smoother call escalation from live chat. 

• Enhanced agent collaboration for faster issue resolution. 

Additionally, AI-powered voice assistants are enhancing self-service options, handling routine enquiries while routing complex cases to human agents. This synergy between AI and human support ensures businesses optimise resources without compromising on CX. 

 

Elevating Digital Engagement with Video and Cobrowsing 

Imagine you’re shopping online and struggling to select the right product. In a physical store, an assistant would guide you. Why should online experiences be any different? 

 

Video Calls - Bringing the Human Touch Online 

Brands are increasingly leveraging video consultations to create personalized shopping and support experiences. A major UK retailer, for example, uses live video chat to provide personalised shopping assistance, fitting consultations, and face-to-face customer support. This has led to a 90% satisfaction rate, proving that video interaction can replicate the in-store experience at scale. 

From financial services offering remote banking consultations to healthcare providers delivering telemedicine, video is a game-changer for industries that rely on personal interaction. 

 

Cobrowsing - Real-Time Collaboration for Frictionless Journeys 

Cobrowsing takes digital engagement a step further by allowing agents and customers to navigate a website together in real time. Unlike screen sharing, cobrowsing is interactive—agents can highlight elements, guide users through complex forms, and assist with transactions without taking over the customer’s screen. 

For businesses, cobrowsing means: 

• Faster resolution times – Agents can visually identify issues instead of relying on verbal explanations. 

• Reduced frustration – Customers don’t have to switch channels or struggle with unclear instructions. 

• Improved conversion rates – A streamlined checkout process means fewer abandoned transactions. 

Cobrowsing is particularly valuable in industries like banking, insurance, SaaS, and retail, where detailed processes can overwhelm customers. By combining it with live chat and video, businesses create a truly immersive and effortless customer experience. 

 

The Future of Contact Centres - A Fully Connected CX Ecosystem 

With the rise of smartphones, IoT, and social media, a company’s website is no longer just an online storefront—it’s the hub of customer interaction. Contact centres that seamlessly integrate voice, chat, video, and cobrowsing within their CX strategy are setting new industry standards. 

As AI, automation, and predictive analytics continue to evolve, the next phase of customer support will be hyper-personalised, proactive, and omnichannel. The question isn’t whether businesses should adapt—it’s how fast they can implement these innovations to stay ahead. 

Key Takeaways: 

✔ Voice remains essential for complex and high-value interactions. 
✔ Live chat is a must-have, but differentiation requires AI-driven solutions. 
✔ Web calling eliminates friction, making communication seamless. 
✔ Video and cobrowsing create immersive, real-time customer support experiences. 
✔ The future of CX is unified, AI-powered, and hyper-personalized. 

Contact centres that leverage these technologies effectively will not only enhance CX but also drive greater efficiency, engagement, and loyalty—a win-win for businesses and their customers alike. 

Is your contact centre ready for the future? Explore how you can integrate voice, video, and cobrowsing into your CX strategy today!